Experian has added new reporting capabilities to its permission-based email marketing software.
The improvements will enable the marketing department to carry out more sophisticated email campaigns and measure return on investment (ROI) without adding extra burdens on the IT department, the firm said.
"Mostly we deal with the marketing staff when we meet customers. Our involvement with the IT department is minimal," said Phil Singh, head of ecommerce at Experian.
"The software helps marketing measure ROI of email campaigns. It has enhanced reporting capabilities, including the ability to monitor who has opened an HTML email and to measure who has clicked through to a campaign from an email."
Other recent features of the ContactMail software include the ability to check if an email has bounced because an address is invalid, and to monitor the take-up of viral marketing by tracking who forwards an email to someone they know.
ContactMail has new support for the double-byte character set, including Japanese and Chinese.
"It is important that marketing departments comply with the Data Protection Act and online privacy codes. ContactMail is a combination of the best practices of email marketing, from personalising and customising emails so that the content is tailored to each customer, to always giving customers the option to opt-out," said Singh.
As part of the ContactMail offering, users will also have access to Experian's permission-based prospecting database, CanvasseMail.
ContactMail is available as a hosted service or a bureau service for companies that do not want to allocate resources to analysing the success of email campaigns themselves.
Email is becoming an expensive burden for many UK businesses and the need to manage its use effectively is long overdue.
A survey by NOP research has highlighted that employees are increasingly spending time on email administration which could be costing companies more than a billion pounds each year.
More than half those surveyed said the volume of email they receive stops them from working effectively, while 62 per cent said that sorting emails causes stress because it stops them concentrating on their main tasks.
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